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Purpose

– The purpose of this study is to analyse Greenland’s destination image represented in tourism promotional materials. The research object is the photographs included in Greenland’s official website, Visit Greenland, which indicate the way that national DMO represent the destination.

Design/Methodology/Approach

– Qualitative research approach that includes content method of visual analysis was used to seek an understanding of visual representation through images that are depicted in the official website of Greenland. A total of 415 photographs was examined, in accordance to the special attributes and objects that illustrate the destination image of Greenland, in order to analyse and interpret their meanings.

Findings

– After analysing the photographs included in Greenland’s official website, it was found that the national DMO mostly promotes the natural-based attributes of Greenland, the absence of human, the placement of Greenland’s culture as a secondary promotional characteristic, and the promotion of unsullied landscapes.

Limitations/Implications

– Apart from the limitations of a case study concerning objectivity and applicability of the results, this study has also context limitation. The promotion of the destination from the National DMO was taken into consideration, excluding other tour operators, in addition to the non-disclosure of user-generated content.

Originality/Value

– This study contributes to tourism literature on DMOs image representation of the Arctic regions that rarely have been conducted. Findings may represent a mutually beneficially outcome of both national DMOs and tour operators as well as create a basis for further research on the promotional strategies of Greenland.